Branding and Social Responsibility

Corporate Social Responsibility is important for the simple fact that people like good brands. They trust them. They believe them. They see value in them. They see them as the counter to unethical behaviors. Subconsciously, they look for opportunities to favor them.

Beyond the transaction/marketing driven model of brand building, enlightened brand owners are building the value of their brands around aligning social good with business good. These organizations realize the foundation of their competitive advantage will be based on a higher purpose — social good.

In 2000 in the Mediterranean Turkish city of Antalya, a luxury resort was being built. It so happened that the biggest economic crisis in Turkish history struck, making it difficult for such an enterprise to kick off.

Ben Cohen and Jerry Greenfield were long-time friends and hippies when they established Ben & Jerry’s Ice Cream. True to the hippie-dom of which they were a part back in 1978, their brand continues to be driven by a well-informed social and ecological conscience.

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Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world.